Many attribution models are still painfully bad at linking digital efforts to real-world actions like foot traffic and in-store sales. If your metrics end at clicks and impressions, you're missing the bigger picture.
Traditional attribution models fail to connect digital spend with real-world outcomes. To bridge this gap, marketers must embrace AI and machine learning to gain a full picture.
It's tempting to think digital is king when it comes to attribution, but focusing exclusively online is a mistake. We're throwing money at screens while our customers are walking through doors.
Marketers should demand better answers to age-old questions like: Which channels are driving not just visits, but purchases? How can we optimize in-flight, not after the fact?
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